But making your ads stand out in a sea of carefully curated content is a real challenge. Including customer reviews in Instagram ads gives browsers the convincing social proof they need to click through to your site.

About 43% of shoppers trust reviews more than any other type of customer content

PopSockets included a five-star review in the above Instagram ad. They selected a review with a lot of personal information that can help shoppers relate, as well as give them ideas about how to use the product and who to buy it for. The authentic content won the ad impressive engagement, reaching nearly 3,500 likes.